{"id":351022,"date":"2018-03-20T10:54:10","date_gmt":"2018-03-20T09:54:10","guid":{"rendered":"https:\/\/rtrsports.com\/publicite-et-sponsoring-sportif-pourquoi-preferer-le-sponsoring\/"},"modified":"2026-09-09T16:43:46","modified_gmt":"2026-09-09T14:43:46","slug":"publicite-et-sponsoring-sportif-pourquoi-preferer-le-sponsoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/publicite-et-sponsoring-sportif-pourquoi-preferer-le-sponsoring\/","title":{"rendered":"Publicit\u00e9 et Sponsoring : pourquoi pr\u00e9f\u00e9rer le Sponsoring Sportif"},"content":{"rendered":"

F\u00e9vrier 2025. Dans la salle de r\u00e9union d\u2019une agence m\u00e9dia europ\u00e9enne, deux briefings sont pos\u00e9s sur la table. Le premier indique le co\u00fbt de l\u2019achat de 30 secondes de visibilit\u00e9 lors du Super Bowl LIX, diffus\u00e9 par Fox aux \u00c9tats-Unis\u00a0: sept millions de dollars. Le second est une proposition de sponsoring MotoGP pour une saison enti\u00e8re. Avant d\u2019ouvrir le deuxi\u00e8me document, la plupart des d\u00e9cideurs s\u2019attendent \u00e0 un \u00e9cart \u00e9norme. La comparaison, syst\u00e9matiquement, les surprend.<\/p>\n

La question n\u2019est pas de savoir quel investissement est \u00ab\u00a0plus important\u00a0\u00bb. C\u2019est\u00a0: quelle valeur chaque euro d\u00e9pens\u00e9 g\u00e9n\u00e8re-t-il\u00a0? Et o\u00f9 va cette visibilit\u00e9 une fois la diffusion termin\u00e9e\u00a0?<\/p>\n

Sur ces pages, nous avons d\u00e9j\u00e0 explor\u00e9 certaines des raisons structurelles pour lesquelles les marques pr\u00e9f\u00e8rent le sponsoring \u00e0 la publicit\u00e9 traditionnelle. Nous ajoutons aujourd\u2019hui celle qui, dans notre exp\u00e9rience directe avec des \u00e9quipes de Formule 1 et de MotoGP, est la plus convaincante pour les d\u00e9cideurs financiers\u00a0: l\u2019efficacit\u00e9 \u00e9conomique<\/strong><\/a>.<\/p>\n

Le co\u00fbt croissant de la publicit\u00e9 traditionnelle<\/h2>\n

Les chiffres du march\u00e9 publicitaire 2024\u20132025 racontent une escalade qui ne s\u2019arr\u00eate pas. Un espace de 30 secondes lors du Super Bowl LIX a atteint en moyenne sept millions de dollars, avec des pics \u00e0 dix millions pour les positions les plus convoiti\u00e9es \u2014 le double de ce qu\u2019il co\u00fbtait il y a cinq ans. Plus de sept mille dollars par seconde, pour un message qui dure le temps d\u2019un souffle.<\/p>\n

Il n\u2019est pas n\u00e9cessaire de regarder vers les \u00c9tats-Unis pour comprendre cette dynamique. En Europe, lors des grands \u00e9v\u00e9nements en direct, les espaces premium de 30 secondes d\u00e9passent r\u00e9guli\u00e8rement 300\u00a0000 euros aux heures de plus grande \u00e9coute. Le probl\u00e8me structurel n\u2019est pas seulement le prix\u00a0: c\u2019est l\u2019efficacit\u00e9. Le consommateur moyen est expos\u00e9 \u00e0 des milliers de messages publicitaires chaque jour. L\u2019attention se fragmente. Et quand la coupure se termine, le message dispara\u00eet avec elle.<\/p>\n

Quelle est la vraie valeur d\u2019un sponsoring\u00a0: l\u2019Advertising Equivalent Value<\/h2>\n

Pour mesurer le retour du sponsoring sportif avec la m\u00eame pr\u00e9cision que la publicit\u00e9 traditionnelle, le secteur a d\u00e9velopp\u00e9 un param\u00e8tre qu\u2019il convient de nommer avec pr\u00e9cision\u00a0: l\u2019Advertising Equivalent Value<\/strong> (AEV). C\u2019est la valeur \u00e9conomique \u00e9quivalente de la visibilit\u00e9 g\u00e9n\u00e9r\u00e9e par le sponsoring, calcul\u00e9e comme si cet espace avait \u00e9t\u00e9 achet\u00e9 sur le march\u00e9 publicitaire traditionnel.<\/p>\n

Le calcul repose sur trois variables\u00a0: les secondes d\u2019exposition effective de la marque pendant la diffusion (l\u2019\u00ab on screen time \u00bb), la valeur publicitaire moyenne du pays et du moment de la journ\u00e9e, et le nombre de pays recevant le signal. Des agences sp\u00e9cialis\u00e9es comme Nielsen Sports produisent ces rapports chaque semaine avec des m\u00e9thodologies valid\u00e9es par les principaux sponsors mondiaux.<\/p>\n

Le r\u00e9sultat est souvent contre-intuitif. Un exemple tir\u00e9 du travail de RTR\u00a0: une marque sponsor de niveau interm\u00e9diaire lors d\u2019un Grand Prix europ\u00e9en de MotoGP a g\u00e9n\u00e9r\u00e9 1\u00a0391 secondes d\u2019on screen time sur l\u2019ensemble du week-end de course, soit environ 23 minutes au total. Multipli\u00e9 par la valeur publicitaire dans les pays concern\u00e9s, cette exposition a produit un AEV de 1,6 million de livres sterling (donn\u00e9es Clearsight\/Dorna).<\/p>\n

Le sponsoring MotoGP<\/strong><\/a> co\u00fbtait environ la m\u00eame chose sur une base saisonni\u00e8re. Avec une seule course, la marque avait d\u00e9j\u00e0 rentabilis\u00e9 son investissement pour toute la saison. Toutes les autres manches du Championnat du Monde \u00e9taient b\u00e9n\u00e9ficiaires.<\/p>\n

La visibilit\u00e9 asynchrone\u00a0: la valeur que la publicit\u00e9 ne parvient pas \u00e0 capturer<\/h2>\n

Les chiffres de l\u2019AEV concernent la visibilit\u00e9 synchrone. Mais il existe une composante de valeur que la publicit\u00e9 traditionnelle ne parvient pas \u00e0 capturer, et qui dans le sponsoring sportif devient chaque ann\u00e9e plus pertinente.<\/p>\n

Appelons-la visibilit\u00e9 asynchrone<\/strong>\u00a0: tout ce qui se passe en dehors de la diffusion en direct, dans les jours, semaines et ann\u00e9es suivant l\u2019\u00e9v\u00e9nement. Le d\u00e9passement revu sur YouTube six mois plus tard. Le best-of partag\u00e9 sur Instagram par un fan en Indon\u00e9sie. Le documentaire Netflix qui reconstitue une saison. Les compilations produites par des milliers de cr\u00e9ateurs ind\u00e9pendants sur des plateformes mondiales.<\/p>\n

Dans tous ces contextes, le logo du sponsor est l\u00e0. Il n\u2019interrompt pas\u00a0: il fait partie du contenu. Il n\u2019est pas intrusif\u00a0: il est contextuel. Le MotoGP touche aujourd\u2019hui 207 pays, distribue son signal \u00e0 plus de 80 partenaires de diffusion et atteint plus de 200 millions de foyers dans le monde. Mais la valeur asynchrone s\u2019\u00e9tend bien au-del\u00e0\u00a0: c\u2019est une visibilit\u00e9 qui s\u2019accumule dans le temps et qu\u2019aucun spot t\u00e9l\u00e9vis\u00e9 ne peut g\u00e9n\u00e9rer.<\/p>\n

Ce n\u2019est pas un hasard si les marques qui choisissent le sponsoring dans le motorsport de premier plan \u2014 de Red Bull \u00e0 Monster, de Petronas \u00e0 Emirates \u2014 sont devenues de v\u00e9ritables producteurs de contenus. Le sponsoring est la graine\u00a0; la visibilit\u00e9 asynchrone est la r\u00e9colte.<\/p>\n

Un avantage concret pour les marques B2B<\/h2>\n

Pour une entreprise B2B, le sponsoring ne g\u00e9n\u00e8re pas seulement de la visibilit\u00e9\u00a0: il g\u00e9n\u00e8re des contextes de relation. L\u2019hospitalit\u00e9, l\u2019acc\u00e8s au paddock, les \u00e9v\u00e9nements exclusifs acc\u00e9l\u00e8rent les cycles de vente et construisent une brand affinity avec des d\u00e9cideurs que la publicit\u00e9 traditionnelle ne peut pas atteindre de la m\u00eame mani\u00e8re.<\/p>\n

Un d\u00e9cideur qui rencontre les partenaires d\u2019une \u00e9quipe de Formule 1<\/strong><\/a> dans le paddock de Silverstone est dans un contexte compl\u00e8tement diff\u00e9rent de celui qui re\u00e7oit une banni\u00e8re LinkedIn. La qualit\u00e9 de l\u2019attention est diff\u00e9rente. La disposition \u00e0 la relation est diff\u00e9rente. La valeur du souvenir, dans les mois qui suivent, est diff\u00e9rente.<\/p>\n

L\u2019AEV capture la visibilit\u00e9. Mais cette dimension relationnelle est celle qui, en fin de compte, change vraiment les n\u00e9gociations \u2014 et c\u2019est quelque chose que les sponsors, les agences et les propri\u00e9t\u00e9s sportives ne peuvent plus se permettre d\u2019ignorer.<\/p>\n

Sept millions de dollars pour trente secondes, c\u2019est beaucoup. Le probl\u00e8me n\u2019est pas le prix\u00a0: c\u2019est que ces trente secondes, au final, s\u2019\u00e9coulent.<\/p>\n

\r\n\r\n

Questions fr\u00e9quentes<\/b><\/h2>\r\n \r\n
\r\n\r\n

\r\n Pourquoi le sponsoring sportif est-il plus efficace que la publicit\u00e9 traditionnelle ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Parce qu\u2019il g\u00e9n\u00e8re une visibilit\u00e9 mesurable \u2014 l\u2019Advertising Equivalent Value \u2014 qui d\u00e9passe souvent le co\u00fbt de l\u2019investissement d\u00e8s la premi\u00e8re course, et continue de produire de la valeur gr\u00e2ce \u00e0 la visibilit\u00e9 asynchrone\u00a0: contenus revus sur YouTube, partag\u00e9s sur les r\u00e9seaux sociaux, distribu\u00e9s par des cr\u00e9ateurs ind\u00e9pendants m\u00eame des ann\u00e9es apr\u00e8s l\u2019\u00e9v\u00e9nement.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Qu\u2019est-ce que l\u2019Advertising Equivalent Value (AEV) dans le sponsoring sportif ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

C\u2019est la valeur \u00e9conomique de la visibilit\u00e9 g\u00e9n\u00e9r\u00e9e par un sponsoring, calcul\u00e9e comme si cet espace avait \u00e9t\u00e9 achet\u00e9 sur le march\u00e9 publicitaire traditionnel. Elle est calcul\u00e9e en multipliant les secondes d\u2019exposition effective de la marque (on screen time) par la valeur publicitaire du pays et du moment de la diffusion, dans tous les pays o\u00f9 l\u2019\u00e9v\u00e9nement est diffus\u00e9.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Combien co\u00fbte un espace publicitaire par rapport \u00e0 un sponsoring MotoGP ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Un spot de 30 secondes lors du Super Bowl LIX a atteint 7 millions de dollars. Les espaces premium lors des grands \u00e9v\u00e9nements en direct europ\u00e9ens d\u00e9passent r\u00e9guli\u00e8rement 300\u00a0000 euros pour 30 secondes. Un sponsoring MotoGP de niveau interm\u00e9diaire peut g\u00e9n\u00e9rer un AEV sup\u00e9rieur \u00e0 son co\u00fbt d\u00e8s la premi\u00e8re course.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Que signifie visibilit\u00e9 asynchrone dans le sponsoring sportif ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

C\u2019est la visibilit\u00e9 g\u00e9n\u00e9r\u00e9e en dehors de la diffusion en direct\u00a0: contenus de l\u2019\u00e9v\u00e9nement revus sur YouTube, partag\u00e9s sur les r\u00e9seaux sociaux, compil\u00e9s par des cr\u00e9ateurs ind\u00e9pendants. Contrairement \u00e0 la publicit\u00e9 traditionnelle, qui dispara\u00eet avec la coupure, le sponsoring sportif conserve sa valeur dans le temps car le logo fait partie du contenu, pas de l\u2019interruption.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n

\r\n\r\n

\r\n Le sponsoring sportif fonctionne-t-il aussi pour les marques B2B ?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Oui, et souvent avec des r\u00e9sultats sup\u00e9rieurs aux marques grand public. Le motorsport de pointe g\u00e9n\u00e8re des contextes de relation \u2014 hospitalit\u00e9, acc\u00e8s au paddock, \u00e9v\u00e9nements exclusifs \u2014 qui acc\u00e9l\u00e8rent les cycles de vente B2B et construisent une brand affinity avec des d\u00e9cideurs dans des environnements \u00e0 fort engagement.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Pourquoi une marque devrait-elle pr\u00e9f\u00e9rer le sponsoring \u00e0 la publicit\u00e9 traditionnelle ? Chiffres \u00e0 l’appui : co\u00fbt, visibilit\u00e9 mesurable et retour sur investissement du sponsoring sportif, avec l’exemple concret d’un sponsoring MotoGP.<\/p>\n","protected":false},"author":2,"featured_media":157562,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20132],"tags":[],"class_list":["post-351022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-parrainages-sportifs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsoring sportif vs publicit\u00e9\u00a0: pourquoi pr\u00e9f\u00e9rer le sponsoring en 2025<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez pourquoi le sponsoring sportif surpasse la publicit\u00e9 traditionnelle en efficacit\u00e9 et ROI\u00a0: Advertising Equivalent Value, visibilit\u00e9 asynchrone et avantages B2B en motorsport.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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